Brands Urge To Lead With Tech For Greater Good: Havas

Havas released the 2024 edition of its annual Global Meaningful Brands study, highlighting a new sense of resilience and optimism amid ongoing global crises. Since 2009, Havas has conducted the study yearly, reinforcing its dedication to integrating data science, insights and a deep understanding of people into its strategic approach across brands, businesses and markets.

“We have been investing in our landmark Meaningful Brands™ study for more than 16 years, and these insights now take on even greater prominence in our work for clients through our shared Converged strategy and operating system. We launched Converged to transform the client experience by building even more strategic bridges between creativity, media, production, and technology, and a shared understanding of today’s consumers is essential to this vision and to unlocking more meaningful growth for our clients and their brands”, says Yannick Bolloré, Chairman and CEO, Havas.

In partnership with YouGov, the study titled 'The Rise of the Change Makers' surveyed over 156,500 participants. Despite 70 per cent of respondents believing the world is heading in the wrong direction, 69 per cent remain determined not to let difficult times hold them back. Across 24 markets and over 2,600 brands, 67 per cent of respondents expressed happiness in the present and 59 per cent shared an optimistic outlook for the future.

In 2022, Collins Dictionary chose 'polycrisis' as its word of the year but as 2024 nears its end, 'permacrisis' seems a more fitting term. With climate change worsening, living costs rising, political divisions intensifying during the largest democratic election year ever and conflict, violence and humanitarian crises impacting millions globally, the sense of constant crisis prevails. Yet, there is still room for optimism. While AI presents ethical, environmental and even existential challenges, it also opens up new opportunities for growth and prosperity. Broader technological advancements are unlocking exciting possibilities for society as well.

Conventional thinking might portray people as victims amidst ongoing crises and change, overwhelmed by external forces. However, Havas’ Meaningful Brands study shows a different picture. It reveals that 56 per cent of people feel more in control of their lives, with a strong sense of personal agency emerging. Notably, 69 per cent are focusing on maintaining physical and mental health, while 63 per cent strive to be environmentally responsible, signalling the beginning of a New Era of Agency.

Mark Sinnock, Havas' Global Chief Strategy, Data and Innovation Officer, Havas Creative Network explains: “We’ve entered a New Era of Agency where the only way to survive is to adapt. We see people take a step forward. They still expect help, and consumer centricity from brands, but they also feel a new sense of optimism and empowerment to affect change and build the future they want.”

The study highlights how this era of rapid change impacts people differently. Havas identifies six distinct psychographic profiles, called the 'Faces of Change' to illustrate how the desire and need for transformation are expressed across the population. These profiles reflect diverse expectations for personal, societal and environmental changes people hope to see.

1. The Committed Citizens

2. The Progressive Optimists

3. The Carefree Pragmatists

4. The Pressured Advocates

5. The Challenged Sceptics

6. The Disengaged Pessimists

Although the Faces of Change respond to challenges differently, they share a common expectation that brands should take decisive action, understand their individual needs and empower them to take control. Brands should:

• Show more humanity and generosity when times are tough (73 per cent)

• Do more for the good of society and the future of our planet (71 per cent)

• Do more to support our local communities/causes (70 per cent)

• Help me save money (68 per cent)

• Make my day-to-day life easier (63 per cent)

•  Help me save time (61 per cent)

The report concludes with key insights from the analysis of the Most Meaningful Brands in 2024. It outlines five guiding principles for how brands can meet people's evolving expectations and empower them to become Change Makers themselves.

1. Invest in pragmatism to support essential needs of saving time/money and simplifying lives

2. Lead with tech optimism, yet also care and caution

3. Boost holistic health and quality of life across generations and populations

4. Promote purpose and the greater good with act and impact to drive change

5. Celebrate communities and foster connections for a more inclusive future

“The results of this year’s Meaningful Brands™ study are heartening. People are far from blind to the challenges in the world today, but they feel a sense of agency over their happiness. Brands that understand this new resilient and optimistic consumer and empower them to build the life that they want, will build loyal, lasting relationships with their customers,” says Joanna Lawrence, Global Chief Strategy Officer, Havas Media Network.